Case Study: Melbourne Star Observation Wheel boosts visitor engagement with The Walk Agency

Melbourne Star Observation Wheel boosts event engagement with The Walk

The Walk Agency was engaged by the Melbourne Star Observation Wheel, a major tourist attraction in Melbourne, to enhance its marketing and drive visitor numbers. The challenge was to reach a diverse audience from locals to international tourists and position the experience as an essential part of any visit, particularly by promoting its calendar of special events.

The Walk Agency developed a comprehensive storytelling solution, creating the mascot Melbie Bear and weaving a unique narrative through all assets, including the website, social media, brochures, and operator fact sheets. For each special event, the agency crafted a distinct voice and key visual, rolling out consistent messaging across multiple channels. This approach was designed to attract crowds, drive advance bookings, enhance the visitor experience, and create advocates, ultimately generating a real return on investment for the Melbourne Star.

Melbourne Star Observation Wheel